Media News

FT targets readers with subscription app

September 28, 2023

Posted by Chris Roush

The Financial Times has launched a subscription-based mobile app product to reach readers outside of its U.K. home base and offer a lower-priced option to convert them into paying subscribers, reports Sara Guaglione.

Guaglione reports, “Called the FT Digital Edition, the standalone subscription initially launched in 2020 on desktop as a digital version of the FT’s print newspaper and weekly magazine. It now has 12,000 subscribers in the U.S., according to Nicola Halstead, the FT’s director of print subscriptions and digital editions. The mobile app version went live last week, and she declined to share how much the product overall has grown in the past year.

“About 55% of Digital Edition subscribers and 40% of FT Edit monthly users are now based in the U.S., according to Halstead. The FT has 1.3 million print and digital subscriptions, the same number as earlier this year. The FT declined to share how many digital subscribers it has now — but the FT had 1 million in March. Halstead said about 20% of the FT’s subscribers are based in the U.S. — the same share the FT told Digiday in March, when it had 1.3 million global paid subscribers.

“The FT Digital Edition app is a way to serve readers who are difficult to reach with the physical newspaper, Halstead said.”

Read more here.

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